Celebrating more than 4 Billion mobile devices in the world cannot let us stay still in our views of the mobile Internet. It has dramatically changed the consumer behavior but is also making its way in the enterprise. It has many consequences for us marketers, application developers and executives in charge or impacting enterprise information system.
According to a very interesting Morgan Stanley research – The Mobile Internet Report – issued in December 2009, some early signs are attesting of a massive disruption ahead:
- Material wealth creation / destruction should surpass earlier computing cycles. The mobile Internet cycle, the 5th cycle in 50 years, is just starting.
- The mobile Internet is ramping faster than desktop Internet did, and we believe more users may connect to the Internet via mobile devices than desktop PCs within 5 years.
- Five IP-based products / services are growing /converging and providing the underpinnings for dramatic growth in mobile Internet usage – 3G adoption + social networking + video + VoIP + impressive mobile devices
Enterprises in the U.S. are already taking advantage of this revolution to solve business problems and meet goals in reducing time and cost, improving customer experience or including consumers directly in business processes. Information Week states:
“General Motors is looking to a new iPhone application to change how and even where people sell cars. A national chain of rehabilitation facilities sees smartphones combining with cloud computing to improve patient care and employee productivity. A heart hospital is using BlackBerrys for nothing less than real-time alerts of patient distress, including images of bedside monitors. And around Los Angeles County, law enforcement officers are using BlackBerrys for such tasks as taking and searching fingerprints.” in a very interesting recent article.
In the complete research, you’ll find interesting figures about more than 500 businesses such as this one
Get Ready, include mobility in your plans.
It’s been a long time since I published a post. Very busy working in my new company to revamp the product portfolio and its marketing. It’s a B2B software company and the question of course was: “what to have on our radar to think about the future releases of our applications”.
My nickname in this new company is Emmanuel 2.0, you wonder why? That’s because you’re a newcomer to this blog. So here we are, trying to figure out the major Internet trends. I’ve always been fond of supporting my hunches with data. So let’s deal with the claims first and the figures to follow.
Claim#1: The Internet is growing still very fast (5M new users per week) thus making e-commerce king
Claim#2: The Internet is growing mobile (2.8B mobile phones in 2007 growing to 3.8B in 2011 to be compared with 980M PCs in 2007 growing to 1.5B according to Gartner). “Worldwide sales of mobile phones to end-users surpassed 1,15bn units in 2007, a 16% increase from 2006 sales”, Computing SA citing Gartner. And if you’re wondering what is the major customer benefit iPhones brings (4M units sold in 2 quarters), here is my take: real and easy web browsing. I can at least speak for myself, I do not fire up my PC at home to navigate on the web and checkout my facebook page, I use my iPhone.
Claim#3: Web 2.0 is driving the webtop metaphor vs the desktop metaphor (check my post “from desktop to webtop” about it)
Now with the additional figure about e-commerce: “eMarketer predicts that online retailers in the US will ring up over $100 billion more in sales in 2012 than they did in 2007. Sales growth will come mainly from consumers who are shifting their spending from traditional retail stores to the Internet.”, eMarketer. Take a look at the table for more details, but you can easily figure out that buying behavior and for that matter marketing web behavior are shifting big time. I would strongly advise to revise your marketing mix to accommodate at least 20-25% to web marketing including viral marketing techniques.
Finally, and I’m sure we’ll agree easily, web content has also shifted to video and pictures. For this one, I’ll let you find the figures. Let’s rock marketing on the web for 2008 fellow marketeers.
As I was looking for some numbers to support my yesterday’s post, I found this very interesting one Communities Dominate Brands: Putting 2.7 billion in context: Mobile phone users, from authors of this Communities Dominate Brands book I didn’t read yet, providing interesting metrics to think about:
“800 million cars, 850 million personal computers, 1.3 B fixed land line phones, 1.4 billion credit cards, 1.5 billion TV sets. How many mobile phones in use today? In use today, yes, 2.7 billion. They sold 950 million phones last year and the total worldwide mobile subscriber base grew from 2.1 billion to 2.7 billion. Three times as many mobile phones as automobiles or personal computers. About twice as many mobile phone owners as those of fixed land line phones or credit cards. And almost twice as many mobile phones in use as TV sets.” —
Let’s draw a rapid conclusion here, mobile phones or more widely Mobile devices will have the next big impact on the web as carriers evolve their business model for Internet access to a flat monthly fee as for broadband. The next massive disruption on the net is already happening: Web 2.0 goes mobile. Consumers will voice their opinion, pictures and videos to share visual news taking place close to them directly from their phones!
Tell me fellow marketers, would you ignore this bidirectional medium when you know Marketing 2.0 is already here? What a big bet!
I was attending Ad Tech Paris
yesterday, a good way to capture on-line advertising trends. Among other interesting sessions, I was appealed by the mobile advertising one called “Mobile advertising – the long and winding road” coordinated by the Mobile Entertainment Forum
(MEF). Speakers, see picture from left to right, were Marc-Henri Magdelenat — Screentonic
, Minh Tran — Nokia Mobile Advertising, Patrick Parodi — Amobee & MEF, Richard Saggers — Vodafone and our moderator Gilles Babinet — Eyeka
They covered a lot of ground to explain how important was mobile advertising among our marketing tactics and how unique was its approach. Not to forget for instance that permission marketing in this space is mandatory, nothing is more personal than your phone, right? Mobile Phones are the only new device that people carry all the time since watches were introduced. Some do even sleep with these! Keep in mind as well that consumers are actually paying to receive adverts so we should keep ads short and relevant. And finally, coupons on mobile phones — yes, bar codes on your phone to present to the store you’re in or close to — are far easier to use for consumers than traditional ones or even web ones, especially when coupled with your location.
Having experienced the mobile industry at Sun Microsystems myself, when marketing the Java platform, I could not agree more to the effectiveness of mobile marketing. Europe and Asia are for sure ahead of the curve about it, as mobile devices connected to the Internet are spreading fast there. The UK even have a dedicated web-zine about it called Mobile Marketing Magazine. Amazing!
But I think some key aspects were eluded during the conference. Mobile phones do have key attributes that can nurture marketing ROI:
- Authentication: we know who you are for sure,
- Payment: your Telco provider can charge you for what you buy or consume with it, opening an opportunity for Telcos to become trusted party for e-commerce,
- Impulse and web 2.0: as you carry your phone with you all the time, nothing would be more natural than to use it for an impulsive buying decision and to channel back your opinion to the brand right away.
Not to mention that within the next 3 to 5 years, mobile devices will become the primary Internet access for consumers, as Japan experienced already. The user experience will significantly improve as well, check the iPhone introduction by Steve jobs here in Marketing 2.0 to get a feel for it.
Marketing 2.0 minded marketers cannot ignore mobile marketing when planning for the next campaign. Consider it for sure in your mix, but very carefully as this could be a double edge sword.